TV host James May is set to ditch animal products for 24 hours today - World Vegan Day.
May, who is best known for presenting Top Gear and The Grand Tour, is backing a campaign by vegan charity Viva!.
#GoVegan24, which aims to highlight the environmental impact of livestock farming, calls on participants to post a short video explaining why they are going vegan.
World Vegan Day
"I'm doing World Vegan Day, and I'm not eating any meat produce for a whole day," May said. "If you're into that sort of thing, give it a go. You may be surprised."
As part of an experiment for World Vegan Day, May made vegan hot dogs and gave them to his electricians - who did not realize they were meat-free until after tasting them.
May said: "Things like vegan sausages, vegan bacon, vegan black pudding – I didn't know you can get that but you can. They're all there to help people make the transition from eating meat to not eating meat if that's what you want to do."
'We can stop this'
Campaigners say going vegan is the single best thing you can do to reduce your impact on the environment, with livestock producing one fifth of all greenhouse gases.
"The planet and our wildlife is under huge threat from livestock farming and fishing. The natural world is disappearing in front of us," Viva! Founder and Director Juliet Gellatley said in a statement sent to Plant Based News.
"Going vegan can stop this. We're calling on people who might feel going vegan is a step too far to try it for just 24 hours. #GoVegan24 is the perfect way to explore a vegan diet. I'm sure those that do will be pleasantly surprised."
A host of celebrities are backing the campaign, including television presenter Fearne Cotton, singer-songwriter Gabrielle Aplin and fitness bloggers Zanna Van Dijk and Stefanie Moir.